first direct has confirmed it will extend its naming sponsorship of Leeds’ iconic arena for a further five years.
The 13,000 seat venue which opened in July 2013 will now continue to be called the first direct arena until at least 2023.
first direct gave its name to the venue before it opened and has worked alongside operators SMG Europe to bring the sponsorship to life. This has resulted in a range of unique benefits for first direct bank customers, from exclusive pre-sales, complimentary tickets, an exclusive entrance, and free food and drink within the arena.
The sponsorship has also seen first direct bank playing an instrumental role in bringing some of the biggest events to Yorkshire, from the MOBO Awards, to an exclusive Jake Bugg concert, and the finals of Europe’s Strongest Man.
The extended deal will see the bank and the arena working even more closely to benefit all their customers.
Speaking about the new deal, Joe Gordon, Head of first direct, said: “The reaction of our customers to our association with the arena has been outstanding and we’re delighted to be able to commit to an additional five years and begin planning the exciting years of partnership to come. Other banks have branches, but we have an arena!”
John Sharkey, CEO SMG Europe, added: “The first direct arena is our flagship venue and we wanted a sponsor that matched our ambitions for it. first direct and SMG Europe share a passion for customer service, innovation and pushing boundaries and as such, it’s a perfect fit. We are delighted to announce this extension and we’re looking to really build on the already strong foundations in place.”